Consumer preferences for attributes in sweet beverages and market impacts of beverage innovation
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Consumer preferences for attributes in sweet beverages and market impacts of beverage innovation. / Jensen, Jørgen Dejgård; Mielby, Line Ahm; Kidmose, Ulla.
In: Appetite, Vol. 197, 107329, 2024.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Consumer preferences for attributes in sweet beverages and market impacts of beverage innovation
AU - Jensen, Jørgen Dejgård
AU - Mielby, Line Ahm
AU - Kidmose, Ulla
N1 - Publisher Copyright: © 2024
PY - 2024
Y1 - 2024
N2 - Consumption of sugar-sweetened beverages (SSB) is considered as an important risk factor for the development of overweight and obesity in populations worldwide, with a particular focus on the risks in the younger parts of the population – children and adolescents. Together with fiscal measures and information tools, innovation-based approaches such as the development of sugar-free or sugar-reduced versions of established beverages and development of new beverage products have been used to reduce this challenge, but the effects of product innovation on sugar intake are not well understood from the literature, as previous studies have largely ignored substitution effects of product innovation in the beverage domain. The objective of the present study was to investigate the potential effectiveness of product innovation as a strategy to affect consumers' intake of energy from sweetened non-alcoholic beverages. Using household panel shopping data from approximately 3000 Danish households over the years 2006–2014, we developed a hedonic pricing approach to estimate the influence of product attributes on consumers' utility, based on observed data for Danish households' purchases of sweet drinks. Overall, the study found that beverages’ degree of sweetness positively affected the satiation effect of beverage consumption and in turn made the demand for these beverages less sensitive to e.g. price changes or introduction of competing products, whereas the energy density of the beverages positively affected the demand sensitivity to market changes. Findings like these can be useful for assessing market effects as well as environmental and public health impacts of changes to the market environment.
AB - Consumption of sugar-sweetened beverages (SSB) is considered as an important risk factor for the development of overweight and obesity in populations worldwide, with a particular focus on the risks in the younger parts of the population – children and adolescents. Together with fiscal measures and information tools, innovation-based approaches such as the development of sugar-free or sugar-reduced versions of established beverages and development of new beverage products have been used to reduce this challenge, but the effects of product innovation on sugar intake are not well understood from the literature, as previous studies have largely ignored substitution effects of product innovation in the beverage domain. The objective of the present study was to investigate the potential effectiveness of product innovation as a strategy to affect consumers' intake of energy from sweetened non-alcoholic beverages. Using household panel shopping data from approximately 3000 Danish households over the years 2006–2014, we developed a hedonic pricing approach to estimate the influence of product attributes on consumers' utility, based on observed data for Danish households' purchases of sweet drinks. Overall, the study found that beverages’ degree of sweetness positively affected the satiation effect of beverage consumption and in turn made the demand for these beverages less sensitive to e.g. price changes or introduction of competing products, whereas the energy density of the beverages positively affected the demand sensitivity to market changes. Findings like these can be useful for assessing market effects as well as environmental and public health impacts of changes to the market environment.
KW - Attributes
KW - Demand behavior
KW - Product innovation
KW - Sweet beverage
U2 - 10.1016/j.appet.2024.107329
DO - 10.1016/j.appet.2024.107329
M3 - Journal article
C2 - 38561064
AN - SCOPUS:85189764148
VL - 197
JO - Appetite
JF - Appetite
SN - 0195-6663
M1 - 107329
ER -
ID: 389311633